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Complexity
doesn't scare me.

I turn complex business and product problems into clear brands and digital experiences people understand, trust and choose.

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IMPACT
A few numbers, because apparently designers need proof too.
10+years turning messy digital problems into usable products
90%client retention across long-running engagements
6+cross-functional teams influenced and aligned
A/AA/AAAaccessibility levels worked across enterprise experiences
Editorial collage showing Ashish as designer, rider and explorer
Who is Ashish?

Designer in the office.
Rider on the road.
Problem solver everywhere.

I am curious about why things work the way they do - and why some of them clearly don't. That curiosity became a career in design. I work across product strategy, UX, design systems and accessibility, but the real job is simpler: understand people, question assumptions and make difficult things feel obvious.

A line I try to live by
“You have to major
In the minors.”
What I actually do

I help teams make
better design decisions.

Not another pair of hands. A design partner who can move between the user, the system and the business without losing the plot.

Brand Strategy & Identity
Core focus
  • Brand discovery
  • Positioning
  • Visual identity
  • Communication direction
  • Brand systems
01
UX/UI & Product Design
Core focus
  • Information architecture
  • User flows
  • Wireframes & prototyping
  • Interface design
  • End-to-end product experiences
02
CRO & Experience Audits
Core focus
  • UX audits
  • Conversion reviews
  • Heuristic evaluation
  • Competitor benchmarking
  • Journey analysis & prioritised recommendations
03
Design Systems & Accessibility
Core focus
  • Components & design tokens
  • Interaction patterns
  • Documentation & governance
  • Accessibility reviews
  • WCAG-informed design
04
Creative Direction & Collaboration
Core focus
  • Creative direction
  • Stakeholder alignment
  • Design reviews
  • Cross-functional collaboration
  • Team guidance & design handoff
05
Achievement dial
Hover the icons to explore
HOW I THINK

Pretty screens are nice.
Outcomes are better.

Design is most valuable when it changes something real. These are a few outcomes, learning milestones and experiences that shaped how I work today.

Understand Users

Good design starts with real curiosity about the person on the other end - their goals, frustrations and context, not just their clicks.

My process

Seven moves from
“what is this?” to “this works.”

I don't jump straight into design. I begin by listening, understanding the context and identifying the real problem behind the brief. From there, I bring structure to complexity and turn ideas into thoughtful, usable experiences.

01 / 07
01 · LISTEN & ALIGN

Build shared clarity.

I start with an open conversation to understand the client's brief, business goals, audience, expectations and constraints. The goal is to build shared clarity before making decisions.

02 · DEFINE THE PROBLEM

Name the real problem.

I organise everything we've learned, connect related challenges and separate symptoms from root problems. This gives the project a clear purpose and direction.

03 · PLAN & INVESTIGATE

Find the pattern.

I assess the current experience and plan the work ahead. This includes market research, competitor analysis, design research and understanding the technical realities surrounding the product.

04 · SHAPE THE DIRECTION

Shape the direction.

I translate research into a focused creative direction defining the content structure, information hierarchy, moodboard, typography, colour palette and core design system.

05 · DESIGN & BUILD

Bring it to life.

I bring the direction to life through product interfaces, websites, prototypes and key interactions. Every design decision is connected to user needs, business goals and the wider system.

06 · REVIEW TOGETHER

Reality gets a vote.

I present the work with clear reasoning, discuss it with the client and gather focused feedback. Collaboration keeps everyone aligned and strengthens the outcome.

07 · REFINE & MOVE FORWARD

Make it useful.

I evaluate the feedback, improve the design and repeat where necessary. The process continues until the experience feels clear, consistent and ready to move forward.

Loading the road…
The road so far

The 10+ years of designing.

Aug 2018 – Jul 2021 & Jul 2012 – Jul 2015

Visual Designer

Vidushi Infotech

  • Supported presales: client meetings, RFP/RFQ responses and proposals
  • Articulated the value of design services against competitors
  • Partnered with sales & marketing on collateral and presentations
Jul 2021 – Oct 2022

Sr. UI/UX Designer

GO MO Group

  • Gathered requirements and got client sign-off on final designs
  • Created wireframes, sitemaps and on-brand web/mobile designs
  • Presented the design process and rationale to each client
Oct 2022 – Present

Sr. UX/UI Designer

Robosoft Technologies

  • Lifted client retention to 90% through design system improvements
  • Led adoption of a customer-facing design system, improving reusability
  • Contributed to WCAG A/AA/AAA accessibility for a major banking client
Scroll the road
Selected work

Different problems.
Same obsession with clarity.

SaaS · Product

CCSPro

A complex credential-management product shaped into a clearer, more scalable experience for healthcare providers and group administrators.

View full case study ↗
Tools of the trade

Tools change.
Thinking shouldn't depend on them.

Figma
Adobe Creative Cloud
Framer
Axure
Jira
Claude
Accessibility
Let’s solve something

Some problems need Figma. Others need an open road.

You need someone who knows what to question. Tell me what you are building, fixing or trying to understand.